This week, the White House made a notable move by joining TikTok. I think, as someone who’s been encouraging Republican leaders to connect better with younger demographics, this is, well, a positive step. But honestly, just joining TikTok isn’t sufficient. The White House needs to step up its game to appeal to the next generation of voters.
Take President Trump’s political comeback in 2024, for instance. It wasn’t just luck; it was about tapping into youth engagement in ways Republicans hadn’t really explored before. When he asked me to chair the RNC’s inaugural Youth Advisory Committee in 2023, I pointed out that relying on traditional ads, like those in Sunday newspapers, is outdated. My generation doesn’t read those. We scroll through feeds, share memes, and stream content. Digital outreach is where it’s at, and anyone serious about gaining our support needs to meet us on those platforms.
That’s precisely what Trump did. He embraced TikTok and launched his account using a long podcast format, which turned out to be the fastest-growing account in the platform’s history. We’ve seen the results: nationally, support for Trump among Gen Z hit 46% in 2024, a 10-point increase from 2020. In Wisconsin, support among those aged 18 to 29 surged from 36% to 48% during the same period.
However, there’s still more to be done. Currently, the GOP holds a narrow margin in the House with 218 seats, and the voting patterns are showing clear divides among younger voters. Young men are moving right, but many are leaning left on issues like abortion. It’s pretty clear that Republicans need to keep pushing forward with modern outreach.
Here’s the reality: if the Republicans don’t stay engaged, others will. My peers are watching not just Trump but also progressive figures like Alexandria Ocasio-Cortez, and even rising leftist figures like Zohran Mamdani, who could soon lead New York City.
Many Gen Z individuals are curious about socialism. This interest is partly due to the lack of conservative voices being represented online and on campuses. If the White House and GOP want to grab Gen Z’s attention, they’ve got to step into the ring now—not two years down the line.
Here are a few ideas for the White House to seize the moment:
1. Launch a White House Podcast – Modern Fireside Chat
One pivotal moment in 2023 was when Trump appeared on popular podcasts. These weren’t just short snippets for social media; they were lengthy, raw, and authentic conversations that often lasted hours and reached massive audiences. Young Americans today are burdened with student debt, struggling for basic necessities, and typically don’t subscribe to cable. Instead, they’re on platforms like YouTube and Spotify. That’s why these podcasts were impactful; they connected with us.
As Trump returns to the Oval Office, he should consider a monthly White House podcast. Just 30 minutes each month could provide an unfiltered connection to the public, akin to FDR’s fireside chats. This would really enhance connections with younger voters and bypass the often critical mainstream media.
2. Conduct a Campus Speaking Tour
Getting to speak with Trump at the University of Alabama was a highlight for me. I told him straight up: my peers want to see their president not just online but in person, on campus.
The impact of such a speaking tour could be enormous. Universities are at the center of Gen Z’s political culture. Too often, conservatives have stepped back, allowing the left to take the lead. Yet when Trump engages in these venues, students are eager to listen, whether at a packed stadium or a local rally.
Contrast this with Kamala Harris’s approach last year—a focus on trendy TikTok messages and celebrity connections. While that might seem effective, she often came across as disconnected. Engaging with students, like Trump did by joining in casual moments, resonates more than standing next to celebrities and assuming it will win us over.
Think about the excitement when Trump rallied in the Bronx; that same energy could be generated by speaking on college campuses.
3. Keep the TikTok Account Active
Trump’s TikTok account has currently set records for growth. It would be a mistake to let that momentum fade once the campaign concludes. TikTok is where millions of young Americans spend their time, and the White House should utilize it continually, not just as a campaign tool.
By sharing behind-the-scenes videos, quick policy explanations, or lighter content that portrays the human side of the presidency, they can reach audiences who often feel left out by conventional media. TikTok thrives on authenticity, and this is an opportunity for the White House to connect in a more meaningful way.
All things considered, Trump’s youth outreach strategy transformed the landscape of American politics. Gen Z isn’t a lost cause for Republicans, and in fact, we tend to be more conservative compared to previous generations. Yet, it requires genuine effort to secure our support. Meeting us online and on campus is crucial.
Joining TikTok is a wise move, but it should mark the beginning of a broader strategy: a podcast, campus speaking events, and a consistent presence on TikTok are essential to preventing Gen Z from drifting towards figures like AOC or Zohran Mamdani. It’s all about locking in the younger generation for conservative movements.
